In an age where individuality and style go hand in hand, these five Indian labels are shaping what cool and handcrafted fashion looks like for young buyers. They bring together craft, identity, and self-expression- all the things Gen Z values most.
1. NorBlack NorWhite
What sets NBNW apart is its commitment to artisanship and inclusive production. They infuse Indian crafts with current silhouettes with sartorial ease. Recent collaborations with big-name players have expanded their canvas, too. This year, the brand teamed up with Nike for a collection that merges bandhani and tie-dye with athleisure silhouettes, effectively bringing Indian textile heritage into the global sportswear realm.
Image Source: Instagram/norblacknorwhite
Why it clicks for Gen Z: The aesthetic is bold and non-binary; the craft roots add authenticity; the values of inclusivity, gender neutrality, artisan support echo Gen Z’s social consciousness.
2. Rafu’d
Emerging in recent years, Rafu’d works with traditional artisans and textile clusters (like those in Gujarat’s Kutch or textile communities around tie-dye and weaving) to produce garments that combine Indian craft sensibilities with contemporary cuts. The brand's focus is on reworking traditional textile techniques through patchwork, natural dyes, and handcrafted methods, while keeping the final product wearable and youthful. Their collections speak to those who want clothes that reflect culture and craftsmanship but still fit a modern wardrobe.
Image Source: Instagram/rafu.d
Why it clicks for Gen Z: For young consumers who care about sustainable supply chains and cultural continuity, Rafu’d offers garments that carry heritage and yet stay grounded in present-day style.
3. Past Modern
Past Modern strikes a balance between minimalism, neutral palettes, and versatile silhouettes, but often grounded in small-batch or slow-fashion ethics. The brand’s hand-embroidered tank tops are popular and speak to the youthful aesthetic. Hand-embroidery is also a recurring element in a lot of their designs, still keeping it wearable in GenZ-coded silhouettes like mini-skirts and ’90s tops.
Image Source: Instagram/pastmodrn
Why it clicks for Gen Z: The modern-minimalist vibe offers flexibility and longevity.
4. Mirchi by Kim
Launched in 2024 by model-entrepreneur Kimaya Singh, Mirchi by Kim is unabashedly bold with a mix of Y2K-inspired swagger, Indian craft, and playful irreverence. The brand works on a made-to-order model to reduce waste, and each piece is hand-embroidered or hand-worked by artisans. Their designs include chilli-motif embroidered tops, beaded bags, and sequined dresses merging tradition (embroidery, beadwork) with pop-culture energy.
Image Source: Instagram/mirchibykim
Why it clicks for Gen Z: It offers craft-rooted pieces that don’t feel solemn or heritage only. Instead, they’re fun, expressive, and perfect for those who see fashion as identity and activism.
5. The Little Black Bow
With a name that hints at poetic femininity and a brand identity built around handcraft, reinvention and reverence for vintage heritage, The Little Black Bow taps into the slow-fashion wave. The Little Black Bow offers a way back to clothing that carries soul. Vintage-inspired silhouettes and hand-embellished fabrics blend together in the brand’s collections for modern yet Y2K designs.
Image Source: Instagram/thelittleblackbowofficial
Why it clicks for Gen Z: It merges nostalgia, sustainability, and timeless style in a way that feels personal and intentional.